The best marketing measurement article I've seen so far

If you're a marketer, CMO magazine is a "must read." I find I get at least one or two new ideas from every issue. They have a great article in this month's magazine on trend toward marketing measurement. But you can sum up the entire article in a line that occurs near the end in a quote attributed to not a marketer, but to quality guru W. Edwards Deming:

"In God we trust.... Everyone else bring data"